Ron Burgess, in his upcoming book, Finding Your Crack in the Market
reveals his thought processes when working with clients to identify a
market niche opportunity. He talks about how small businesses can find
success by creating real value for a targeted group of potential
customers.

Burgess has built a career helping the small
business person. In the interview, he defines marketing as "The process
of matching company core competencies with customer wants and needs,"
and explains the Burgess Value Model that he has developed
after years of working with companies. He contends that every company
needs to combine brand image with real value to the customer.

We
talk about the expanded role of marketing in business which extends
beyond advertising and promotions to include product development and
customer service.

Finally, we talk about Ron's experience in running a business with his family – Ron's wife and son work in the company.

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